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JUST

FA CTS
THE
r ans parency
u l l Pr oduct T
F s
with EPD
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MOVING ON FROM THE


‘CSR DECADE’
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Old New

_Doing good _Competitive advantage

_And telling about it _Embedded communications

_Nice to have _Core (product)

_Stories _Performance
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Old New

_CSR _Sustainability

_Corporate _Product

_Responsibility _Transparency

_CSR Report _Product Declarations

_Greenwash, labels _Just the Facts


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Transparency can only get bigger


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Actually it is the key for corporate reputation

Source: Edelman Trust Barometer 2010


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The move to product sustainability already started


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More geeks,
less geezers
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MEASURING THE FACTS:


LCAs and EPDs
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What is a Life Cycle Assessment?


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Life Cycle Assessment of a physical product


(e.g. glass, hammer)

Life Cycle Assessment of a machine


(e.g. washing machine, air-conditioning)
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Typical carpet tile LCA

Based on InterfaceFLOR’s Sustainability Index for Heuga 580 with the following assumptions: end of life landfill, no green energy, lifetime 10 years. Interface’s
Sustainability Index is based on LCA using GABI 4 database. GHG emissions, embodied energy and toxicity each account for 1/3 to the overall index.
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The issue with company


LCAs, is that you can
tweak the assumptions
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Product Category Rules

LCA PCR EPD


Life Product Environmental
Cycle Category Product
Assessment Rules Declaration
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EPD stands for:

Environmental Product Declaration


It is a third party validated LCA
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The Green Standard Organisation refers to it as...

“A single source for finding


scientifically robust and transparent
(...) information about a product’s
environmental performance,
verified by a qualified third party”
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First of all, here is


what an EPD is not...
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What is found on an Environmental


Product Declaration (EPD)
Construction Renewable
Material Mass (%)
Layer Resources
Total Pile
Polyamide 6 8.9 No No Limited USA
Layer
Carrier Polyester, non woven 3.0 No No Limited Europe
Precoat 30.2
SBR No No Limited Europe
Bonding
Limestone No No Limited Europe
ATH No No Limited Europe
Bitumen No No Limited Europe
SBR No No Limited Europe
Structural Limestone,
Graphlex pre-consumer 65.6 No Yes Abundant Europe
Backing recycled
Glassfleece 0.8 No No Limited Europe
Polypropylene 1.5 No No Limited Europe
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What is found on an Environmental


Product Declaration (EPD)
Part 1 Part 2 Part 3

Categories Production Delivery and End of life


Units per m2 Use (1 year)
Evaluated Stage installation stage

Primary energy not


(MJ) 163.5 2.5 3.8 -48.8
renewable

Primary energy
(MJ) 7.2 6.7-104 0.3 -0.4
renewable

Greenhouse
(kgC02, - eqv.) 7.8 0.35 0.2 4.2
potential (GWP 100)

Ozone degradation
(kg R11 - eqv.) 6.2-107 -3.0-10-10 4.0-108 -2.6-10-8
potential (ODP)

Acidification potential
(kg S02 - eqv.) 2.6-10-2 1.5-10-3 7.7-10-4 5.1-10-3
(AP)

Nutrification (NP) (kg P04 - eqv.) 4.5-103 2.6010-10-4 9.1-10-5 9.8-10-4

Photochemical (kg ethene - eqv.)


oxidant formation 3.4-10-3 1.3-10-4 6.2-10-5 1.2-10-4
(POCP)
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FULL TRANSPARENCY AND


MARKETING
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WHICH ONE
DO YOU
CHOOSE?
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Single benefit claims.


Narrowly correct, misleading
in the big picture.
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What’s the next


claim? Dolphin
friendly carpet!?!
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Let’s face it, anyone can


make a label...

the Ecolabel Index listed 377 schemes in 214


countries and 25 industry sectors
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But the perfect label is one that...

_Is owned by an independent organisation


_Is accredited by a non-affiliated entity
_Uses criteria based on the LCA
_Separates consultants and certifiers
_Adheres to Type III under ISO 14025
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FULL TRANSPARENCY AND


SUPPLY CHAIN
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The 700 questions (very useless) questionnaire

_Do you have an environmental policy?

_Do you sign to the precautionary principle?

_Have you signed to the Global Compact?

_Who is your ISO14001 auditor?


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THE TRANSFORMATIVE
POWER OF EPDs
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Yes, there is a green market

_the green market outperformed the US economy as a whole


in 2009 and grew by over 40% from 2004 to 2009 (Mintel)
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My mom won’t choose a product based on an EPD

_Not all consumers are the same


_Segmentation
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Retailers as editors of choice


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Governments making informed decisions

_Based on full LCA information

_Tax exemptions
_Regulations
_Performance standards
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Example of the car industry

_What is the biggest issue?


_Energy at use = gCO2/km
_European-wide goals for the industry on gCO2/km
_Mandatory on advertising
_Low gCO2/km have exemptions eg parking, congestion
charge
_Company cars pay more tax if more gCO2/km
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Commoditising sustainability
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109 gCO2/km
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Transparency will force businesses to compete…


on what matters and on what they’re good at.
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SOCIAL PRODUCT
DECLARATIONS
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The SPD of the food industry


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Figuring out your sector Social Product Declaration

_What is the key issue in the sector?

_Can we measure it? (kg, litres, number of people, etc)

_Can we define the functional unit at product / service?

_Industry and stakeholders to agree on PCR


JUST THE FACTS

Is it expensive?

_Less than the BRE profiles

_Much less than a typical corporate reporting process

_Less than the sum of (not extremely useful) labels,


certificates, etc
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Thanks for your patience!

_Ramon Arratia
_Sustainability Director
_InterfaceFLOR EMEAI

_Mobile +44 77366 58399


_ramon.arratia@interfaceflor.eu
_www.interfaceflor.eu
_BLOG http://www.interfaceflorcutthefluff.com/
_http://twitter.com/RamonArratia

_Download this presentation @ scribd.com/RamonArratia

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